Cedara and PGAM Media Announce Partnership to Advance Sustainable Advertising
London, UK – April 29, 2025 – Cedara, the Carbon Intelligence Platform, and PGAM Media, a unified supply- and demand-side platform powering data-driven, AI-optimized programmatic advertising across Web and Connected TV (CTV), today announced a partnership aimed at promoting sustainability within the digital advertising ecosystem. This collaboration will leverage Cedara’s comprehensive carbon measurement and reduction solutions alongside PGAM Media’s advanced programmatic advertising platform to offer advertisers and publishers actionable insights into the carbon footprint of their media campaigns.
Cedara’s platform enables organizations to comprehensively measure, reduce, compensate, and report on carbon emissions across their operations and media investments. By integrating Cedara’s technology, PGAM Media will provide its clients with transparent emissions data, aligned with the industry-standard Ad Net Zero Global Media Sustainability Framework (GMSF), empowering them to make informed decisions to decarbonize their advertising efforts.
“We are excited to partner with PGAM Media to further our mission of building a more sustainable future for the advertising industry,” said David Shaw, CEO and Co-Founder of Cedara. “PGAM’s commitment to integrating cutting-edge technology with data science aligns perfectly with our goal to empower businesses to achieve net-zero emissions.”
PGAM Media’s platform offers advertisers and agencies access to a curated and transparent marketplace, utilizing artificial intelligence to optimize programmatic advertising and effectively connect with high-intent audiences. The integration of Cedara’s sustainability solutions will further enhance PGAM’s offerings by providing clients with the tools to assess and reduce the environmental impact of their campaigns.
“At PGAM Media, we recognize the importance of sustainability in today’s digital landscape,” said Priyesh Patel, CEO and Founder at PGAM Media. “Partnering with Cedara allows us to offer our clients not only optimized advertising solutions but also the ability to align their campaigns with their environmental values.”
About Cedara
Cedara, The Carbon Intelligence Platform, is dedicated to decarbonizing the media industry. Through its powerful suite of solutions, Cedara enables media companies to measure and reduce carbon emissions across their operations and advertising campaigns—paving the way toward Ad Net Zero.
By mapping carbon intensity across the entire media supply chain, Cedara equips investment teams with the insights needed to make data-driven, sustainable decisions and drive meaningful decarbonization. Our high-impact approach empowers businesses and their partners to take action, accelerating the transition to a net zero economy.
Founded in 2021, Cedara is headquartered in New York City, with offices in the US, UK, France, Germany, and Australia. Learn more at cedara.io.
About PGAM Media
PGAM Media is a unified SSP and DSP platform offering seamless, end-to-end programmatic solutions. By leveraging proprietary first-party data and AI-driven optimization, PGAM enables precise targeting and high-performance campaigns across Web and Connected TV (CTV).
Built for today’s privacy-conscious landscape, the platform empowers advertisers to reach high-intent audiences across key channels and verticals – supporting strategic brand growth and deeper consumer engagement.